The J.D. Power U.S. Tech Experience Index (TXI) Study measures problems encountered and the user experience with 40 (new to the market) vehicle technologies. In this year’s study results, Vehicle Recognition Technologies were identified as the top 2025 automotive technology trend to watch. If not addressed by automakers, Recognition Technologies are anticipated to be the top new-vehicle quality concern.
The Rise of Recognition Technologies
In recent years, vehicle owners have shifted their concerns from mechanical issues to frustrations with how technology functions—or fails to function—in their cars. This shift is mainly due to the rise of complex infotainment and advanced driver assistance systems (ADAS).
In this environment, enter new recognition and authentication technologies. These technologies include Biometric Authentication, Touchless / Hidden Controls and Direct Driver Monitoring. These technologies also happen to be the most problematic to new-vehicle owners, as reported in the 2025 TXI results. In TXI, issues are measured in terms of problems reported per 100 vehicle owners (PP100):
Recognition Technologies: The Next Big Challenge
Throughout the 10 year history of the study, TXI data has proven to be an effective predictor of the problems consumers encounter with new technologies.
As a leading 2025 automotive technology trend, J.D. Power expects Vehicle Recognition Technologies to become the prominent quality issue with future MY vehicles, if automakers don’t take steps to address the problems reported by early adopters of these techs. Automakers will need to carefully balance the integration of these advanced technologies with the impact they will have on the overall customer experience.
TXI subscribers can access a full breakdown of how these technologies perform across models, including verbatim comments from users. Non-subscribers can explore more 2025 TXI data and an overview of brand rankings here: https://www.jdpower.com/business/press-releases/2025-us-tech-experience-index-txi-study